Whatever you think about Steve Wright on Radio 2, he is very good at packing his show with talking points. I often find myself repeating an interesting Factoid to my wife (sad, but true). I’ll always visit the website of the day if I’ve not seen it before. And they even list all the songs played on the show on the website, getting round the “ooh, did you hear that song on the radio, what was it?” thing.

Not only does all of this make me keep buying his product (i.e. listen to his show), but I’m telling other people about it.

Talking points are PR. They can be created by any business every day.

A village newsagents could compile the latest village news onto a sheet of paper and give it away to everyone who buys a newspaper. A used car showroom could put on regular free valeting lessons for people to learn how to make their cars look like new. A double glazing firm could send a window cleaner to keep your new windows clean for the next few months, free of charge.

To be a true talking point, it needs to be something you do day in, day out. Really it needs to be a part of your business, not just a marketing add-on.